ABOUT THE PARTNERSHIP
Virgin Media, in strategic collaboration with The O2 and facilitated by AEG, unveiled the Virgin Media Gamepad—a premier, always-on gaming destination nestled within the iconic O2 district. This venture is designed to leverage Virgin Media's robust broadband capabilities to deliver an unmatched gaming experience, while capitalizing on The O2's status as a leading entertainment hub to attract a wide array of gamers. The partnership showcases Virgin Media's dedication to enhancing connectivity and entertainment experiences, offering gamers three distinct zones tailored to various gaming preferences.
This innovative space not only serves as a testament to Virgin Media's commitment to the gaming community but also enhances its visibility and reach within the entertainment industry. Through this alliance, Virgin Media sets a new standard in gaming destinations, providing a dynamic venue that fosters community, innovation, and unparalleled gaming engagement.
THE EXPERIENCE
The launch of the Virgin Media Gamepad was strategically timed to coincide with WWE 2K23 events at The O2. This alignment maximized exposure and visitor engagement, leveraging the high foot-traffic and enthusiasm of WWE event attendees to introduce the Gamepad.
THE STAGE
A state-of-the-art streaming studio for content creators to engage with global audiences. This area serves as a broadcast hub, enabling livestreaming of gameplay and events, which not only attracts content creators but also draws viewership from across the globe, increasing brand exposure.
THE CAVE
A premium social gaming space offered as an exclusive perk for Priority customers. This lounge is designed to provide an intimate, high-end gaming experience, with luxury seating and advanced gaming setups that encourage longer dwell times and deeper engagement.
THE PLAYGROUND
Equipped with 16 high-end gaming pods for hands-on play, it serves as the venue for game launches and beta access, creating a vibrant gaming atmosphere. Each pod is outfitted with the latest gaming technology, providing an immersive experience that showcases the capabilities of Virgin Media's broadband service.
THE RESULTS
The Virgin Media Gamepad Launch became renowned among gamers, leveraging O2 Priority to drive customer advocacy, while simultaneously bolstering credibility through strategic sponsorships and partnerships.
15,655
unique views on the booking page
11,500
new Priority app downloads (Jan-Nov 2023)
6 WKS
of Priority booking for The Cave sold out within 24HRS
MAKING THE VIRGIN MEDIA GAMEPAD LAUNCH FAMOUS AMONG GAMERS:
1.9M views on Virgin Media Edit website
62M+ people reached through 52 pieces of coverage
1.3M views on Outside Xbox and streamer channels
BUILDING CREDIBILITY THROUGH SPONSORSHIPS & PARTNERSHIPS:
67,758 GUESTS with over 20,000 hours dedicated to gaming in 2023 (Jun - Dec 2023)
50,400 VIEWS on Digital Foundry partnership content (93.7% positive engagement).
200,000 social engagements during launch (95% positive sentiment).
